Philadelphia Gear was a long-time client of DDA, having first worked with the company on a new search engine optimized website in 2007. While the website was still quite contemporary looking, changing search engine algorithms meant that their web traffic would suffer if they did not create a new responsive website to target the over 50% of searches now originating on smartphones. In 2016, Philadelphia Gear was acquired by The Timken Company, a large multinational conglomerate of bearing and mechanical power transmission component manufacturers. The acquisition necessitated a new cross-branding to leverage the market loyalties of Philadelphia Gear and other Timken holdings, while also establishing the overall Timken brand throughout. So, Philadelphia Gear decided that 2016 was the right time to embark upon a massive overhaul of the online presence of its own brand and those of the other Timken subsidiaries.
The new Timken Power Systems website would be an extensive rebranding effort. Existing brands would need to be revised to match established Timken color schemes. The new website would need to establish the Timken Power Systems story across all subsidiary brands, communicating the strength and experience gained through the coalescing of capabilities and locations. The main site would link to the subsidiary sites, most of which were also redesigned by DDA to match the branding guidelines of the main site and establish proper presentation to Google and the other major search engines. Critically, all content (>450 pages), including content in Spanish, Chinese, and Arabic, would need to be reproduced in the new design to preserve the existing SEO value of the sites and extend them into the future.
DDA produced the exhaustive website and subsidiary websites, within an extremely aggressive timeline of only a few months. The new site establishes the broader Timken Power Systems brand’s presence online, while capitalizing on the market familiarity of the existing subsidiaries which comprise it. The homepage features a rotating image presentation that targets each of their main product and service offerings.. The homepage also includes a map of all of their subsidiary locations in the US, Canada, and India, showing its international reach. News and Events sections allow Timken to keep website visitors up to date with the latest information on what their company is doing. The site includes contact, pre-qualifier, credit application, and inquiry forms to facilitate business with clients.
The final website exemplifies the breadth and depth of the products and services offered by Timken Power Systems. Its sophisticated, contemporary responsive website design helps to reestablish its subsidiary brands within the Timken family, while pulling them all into the future together.